earticle

영어

These days, the brand's image leads to product purchase rather than objective evaluation of the product itself, in many cases acting as a decisive factor. To this end, fashion brands have appointed a new creative director to reinterpret and develop existing fashion houses to build a new brand image. The importance of the fashion retail space is emphasized more than ever because it is a place where the creative director's competence is clearly revealed, showing the value and image of the brand to be aimed for, and the strategic expression for differentiation from other brands. The purpose of this study is to examine the changes in the retail space design of fashion according to the appointment of creative directors, and to analyze how architects interpreted, expressed and applied the creative director's design features, strategies, and images to be constructed. To this end, Balenciaga, Gucci, and Saint Laurent were selected to examine the changes in retail space design following the appointment of specific creative directors. Based on this study, Céline was chosen as the result of the actual implemented design, and the close connection between creative director Phoebe Philo and retail space design was examined in depth.